Why is that a bad example? I think it's the perfect example of where you'd have to be nice to pay well.
There's no competitive advantage to paying your drivers well, there's no legal compulsion to pay drivers well, the only reason to pay your drivers well is to be nice.
Your example is bad because the reason all those incentives are offered is because IT workers are in demand and so market forces are forcing employers to offer lots of benefits. Not because they're nice.
Under isn't doing it for niceness, but to entice drivers into system ensuring the customers quick service, and driver's a minimum lucrative compensation during the time they are building customer base. It is same as first ride free, to attract people into system. Once you have critical mass of driver's and customers, they'll optimize for profit.
There's no competitive advantage to paying your drivers well, there's no legal compulsion to pay drivers well, the only reason to pay your drivers well is to be nice.
Your example is bad because the reason all those incentives are offered is because IT workers are in demand and so market forces are forcing employers to offer lots of benefits. Not because they're nice.